The Endorsing Effect of the Umbrella Brand of Financial Holdings Corporations

• Main Authors: Che-Ta Wang, 王哲達
• Other Authors: Chun-Hung Huang
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/wae5x5

碩士 === 銘傳大學 === 資訊管理學系碩士在職專班 === 94 === Because the financial circles in Taiwan were protected thoroughly by the government, the distinction between products and services was not so noticeable. Also, the lacking of competitions and diversity makes the decision stratum overlook the weight of brand and marking; few people have ever explored the uncharged waters. Issues on Brand Equity had never been treated secondary in academic circles during the past. However, only a few people discuss over this issue, let alone the endorsing effect following the brand equity. So I’d like to expect this research will stir the academic and the relevant personnel’s interest. Facing the increasing competition, what tactics will the 14 FHCs in Taiwan apply to enlarge the endorsing effect of brand equity and take the primary position and advantages for the subsidiary under the signboard of contest; and achieve the eternal management and fruit for good. This research aims on two primary purposes: first, to understand how diverse degrees of consumers’ loyalty, consciousness, associations with brand equity of FCHs, and reactions to the popularity of with brand equity of FHCs bring about the Umbrella brand endorsing effect. Secondly, to figure out how the cooperation power intensity, cooperation image, the number of sub brands and the level of agreeing among products will carry out to influence of Firm Characters FHCs the band umbrella endorsement effect. To understand and analyze the benefits Brand Equity brings to the FHCs from this research. In addition, FHCs’ firm characters indeed establish endorsing effect for subsidiary and create a ideal environment for marking and designing brands. It will be accepted by the consumers most if the FHCs could build an image of mighty, multi-brands and high-agreeable. The results are highly expected to assist decision stratum to make some operation tactics with name of the game.